If you run Google Ads Shopping campaigns, your product feed titles are one of the most important, and most overlooked parts of your setup. They directly influence how often your products appear, who sees them, and whether people click.
In this guide, I will break down what product feed titles are, why they matter, and how to optimise them effectively.
What Are Google Ads Product Feed Titles?
A product feed title is the name of your product as it appears in your data feed. This is the text Google uses to understand what you’re selling and match your products to relevant searches.
Unlike traditional search ads, you don’t choose keywords in Shopping campaigns. Instead, Google scans your feed, especially your titles to decide when to show your products.
Character Limits
Google allows up to 150 characters for product titles, but there are a few important points to be aware of:
- Only the first 70 characters typically show on most devices
- The most important information should appear at the beginning
- Longer titles can still help with relevance, even if not fully visible
So while you can use 150 characters, you should structure your titles carefully to make the most of both visibility and search matching.
Why Product Titles Are a Key Optimisation Lever
If your campaigns aren’t performing as well as you’d like, your titles are one of the first places to look.
Here’s why they matter so much:
1. They Drive Visibility
Your title tells Google what searches your product is relevant for. Poorly written titles can mean:
- Missing out on valuable impressions
- Appearing for irrelevant searches
- Lower overall reach
2. They impact Click-Through Rate (CTR)
Even if your product appears, users decide whether to click based on what they see. A clear, descriptive title helps them quickly understand:
- What the product is
- Whether it fits their needs
3. They Impact Conversion Quality
Better titles don’t just bring more clicks, they bring the right clicks. That means:
- Higher conversion rates
- Less wasted spend
- Stronger overall POAS
What You Should Focus On
Optimising product titles isn’t about stuffing in as many keywords as possible. It’s about clarity, structure, and relevance.
1. Put Key Information First
Because only part of the title is visible, your most important details should come first A strong structure often looks like:
Brand + Product Type + Key Attribute + Size/Variant
For example:
Nike Running Shoes Mens Air Zoom Pegasus 40 Black Size 10
This ensures both Google and users quickly understand what you’re offering.
2. Include Relevant Search Terms
Think about how people actually search. Include:
- Product type (e.g. “running shoes”, “office chair”)
- Key features (e.g. “wireless”, “leather”, “ergonomic”)
- Audience (e.g. “mens”, “kids”)
3. Be Specific, Not Generic
Compare these two titles:
- “Trainers”
- “Adidas Mens Running Trainers Ultraboost Black Size 9”
The second gives far more context, making it easier for Google to match and for users to click.
4. Tailor by Product Category
Different products need different details:
- Fashion: brand, gender, type, size, colour
- Electronics: brand, model, key specs (e.g. storage, screen size)
- Homeware: material, size, style
Think about what matters most to someone buying that product.
The Overall Impact of Better Titles
When you improve your product feed titles, you’re not just making small tweaks, you’re strengthening the foundation of your Shopping campaigns.
The typical outcomes include:
- Increased impressions (better search matching)
- Higher click-through rates (clearer messaging)
- Improved conversion rates (more relevant traffic)
- Better efficiency and return on ad spend
In many cases, title optimisation is one of the highest-impact, lowest-cost changes you can make. Product feed titles sit at the heart of how Shopping campaigns work. They replace keywords, shape visibility, and influence user behaviour all at once. If you’re looking for a practical, high-impact optimisation, start here. Review your current titles, apply a clear structure, and focus on relevance over volume. Small changes in your titles can lead to meaningful improvements in performance.
